1 Simple

“Simplicity makes a logo design easily recognizable, versatile and memorable. Good logos feature something unexpected or unique, without being ‘overdrawn’ ” (Cass, 2009).

2 Memorable

“Following closely on this principle of simplicity is that of memorability. An effective logo design should be memorable, which is achieved by keeping it simple yet appropriate” (Cass, 2009).

3 Timeless

“An effective logo should be timeless. Will yours stand the test of time? Will it still be effective in 10, 20 or 50 years” (Cass, 2009)?

4 Versatile

“An effective logo works across a variety of media and applications. For this reason, logos should be designed in vector format, to ensure that they scale to any size” (Cass, 2009).

5 Appropriate

“How you “position” the logo should be appropriate for its intended audience. For example, a child-like font and color scheme would be appropriate for a logo for a children’s toy store, not so much for a law firm” (Cass, 2009).